Free educational material _ Desire Designing

1. Design Principles
Design Elements
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2. Principles of Design
• Balance
• Movement and Rhythm
• Pattern
• Emphasis
• Unity
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3. Balance
• Balance is the equal feeling of weight in
perception. Balance in an art form may not
really have actual or physical balance, but
rather an illusion of balance, which is referred
to as optical balance or visual balance.
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4. This image has symmetrical balance because it contains objects
of the same weight and size on each side. One side of the
woman in the picture is mirrored on the other side. This picture
is also an example of contrast.
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5. In this image the balance is being applied by the
constraint of the cyber green colour and balancing
with white colour.
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6. Movement and Rhythm
• Rhythm is the repetition of visual movement - colours,
shapes or lines.
• Variety is essential to keep rhythms exciting and active,
and to avoid monotony.
• Movement and rhythm work together to create the visual
equivalent of a musical beat.
• Movement can also be achieved by repetition and action.
Repetition of similar elements will create movement or a
path that the eye travels and if the repetition leads the eye
through a periodical or alteration regularity and
irregularity flowing path or in staccato movement, then it
will create a rhythm
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7. This painting was done by Duchamp to show the rhythmic
movement of a figure coming down the stairs. The effect is
like stop-action or strobe-light photography, because the
repeated shapes and angles of the abstracted figure move
diagonally across the canvas.
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9. The grid in this picture shows rhythm because it creates order through the
blocks formed by the black lines. Also, the lines draw the eyes to move
linearly through the painting.www.desiredesigning.in

10. Pattern
• Pattern uses the art elements in planned or
random repetitions to enhance surfaces of
paintings or sculptures.
• Patterns often occur in nature, and artists use
similar repeated motifs to create pattern in their
work.
• Pattern increases visual excitement by enriching
surface interest.
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11. This image is an example of pattern because the red bunny is a repetitive
theme throughout the piece of art. This picture could also be an example of
rhythm.
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12. An image of the USA president has been created by a collection
of small and large images to make one symmetrical patterned
image.www.desiredesigning.in

13. Different types of patterned shapes making an image of a
volcano and also brings contrast of black and white.www.desiredesigning.in

14. Emphasis
• Emphasis is the intended focusing or
highlighting of a particular characteristic of the
design, which has the purpose of creating a focal
point or point of interest. This emphasis can be
on over-sized objects, fruits, cars or any other
unique feature that stands out for one reason or
another from physical objects, a picture or an
image. It could be the most complex area or
simply a sudden change in line direction, size or
shape.
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15. The over-sized rock is emphasizing the theme of a tree that “grows on
the rock”
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16. Another example of emphasis in a piece of art. The white stripe down
the middle stands out among the commotion of blue in the
background. This emphasis is aided by another principle, contrast.
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18. Unity• Unity is the hallmark of good design. All
elements and components should be composed
with integrity, in a consistent manner, and
successfully applied with the principles of design
in mind. Unity will give a sense of visual pleasure
if all the elements and components are arranged
in harmony, complementary to each other, and
with an appealing focal point, instead of
competing for attention. When unity is achieved,
the thematic message will be more clearly
communicated.
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19. In this image of several members of an orchestra shows unity because all
of the players connect into each other, creating coherence and harmony.
The consistent shape of the players creates a pattern, and the colour is
the same throughout, which are important attributes of unity.
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20. These faces shows unity as they also
emphasize colour, contrast and rhythm.
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21. Unity is shown by the connection of holding hands.
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22. Elements
• Line
• Value
• Colour
• Texture
• Space
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23. Line
• Line is a mark made by a pointed tool - brush,
pencil, stick, pen, etc. - and is often defined as a
moving dot.
• It has length and width, but its width is very
thin compared to its length.
• A line is created by the movement of a tool and
pigment, and often suggests movement in a
drawing or painting.
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24. This poster shows how just a few strokes of line can be used to effectively
illustrate a swan. While the lines do not adhere to the anatomy of a swan,
the image is unmistakable, and the simplicity and grace of the lines
convey a feeling of tranquillity.
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25. Lines are being used from a ceiling making different shapes
and intersects on the middle of the ceiling.
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26. Tobey's painting is all line. He actually drew with his brush, then
repeated lines creating a complex pattern. Tobey's lines are the
subject of the painting and are not used to outline shapes or objects.
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27. Value
• Value is an element of art that refers to the
relationship between light and dark on a surface
or object and also helps with Form. It gives
objects depth and perception. Value is also
referred to as tone.
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31. Colour
• Colour depends on light or seen either by the way light
reflects off a surface, or in coloured light sources because it is
made of light.
• There must be light for us to see colour.
• A red shirt will not look red in the dark, where there is no
light.
• The whiter the light, the more true the colours will be.
• A yellow light on a full-colour painting will change the
appearance of all the colours.
• Colour and particularly contrasting colour is also used to
draw the attention to a particular part of the image
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33. This menu is designed using all warm tones. Warm tones consist of any
colour on the warm side of the spectrum: yellows, reds, oranges and
purples. The effect is great for a menu because it communicates a
comfortable feeling and a compatibility with food.
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34. This painting emphasizes the colour and richness of the vegetables
and fruits. It is basically a cool colour with warm accents. Colour is
also being used to show depth and volume in painting.
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35. Texture• Texture refers to the surface quality, both simulated and actual,
of artwork.
• Techniques used in painting serve to show texture.
• For example, the dry brush technique produces rough simulated
quality and heavy application of pigment with brush or other
implement produces a rough actual texture.
• In art, there are two types of texture: tactile and implied. Tactile
texture (real texture) is the way the surface of an object actually
feels. Examples of this include sandpaper, cotton balls, tree bark,
puppy fur, etc. Implied texture is the way the surface of an object
looks like it feels. The texture may look rough, fizzy, gritty, but
cannot actually be felt. This type of texture is used by artists
when drawing or painting.www.desiredesigning.in

36. Different types of textures sewed with cotton on a cloth
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37. This painting is done in oil paint with heavy textures. The painting
technique that emphasizes actual texture is called impasto. Such
textures can be applied with a stiff brush or spread on the canvas with
a painting knife.
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39. Space• Actual space is a three-dimensional volume that can be empty or
filled with objects. It has height, width, and depth.
• Space that appears three-dimensional in a painting is an illusion
that creates a feeling of actual depth.
• Various techniques can be used to show such visual depth or
space.
• Space can also be the area provided for a particular purpose. It
may have two dimensions (length and width), such as a floor, or
it may have three dimensions (length, width, and height). Space
includes the background, foreground and middle ground. Space
refers to the distances or areas around, between or within
components of a piece. There are two types of space: positive and
negative space. Positive space refers to the space of a shape
representing the subject matter. Negative space refers to the
space around and between the subject matter.
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41. An artist painted this snow scene in New York City with careful
attention to the feeling of space. The artist uses several basic
techniques to show space: perspective, values, overlapping, and size of
shapes.
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43. THANK YOU
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